Gwyneth Paltrow has a new ‘side hustle’. Nothing wrong with that, right?
Well, there is, according to almost everyone.
The former actor turned businesswoman and founder of lifestyle site, Goop, is trying her hand at something… different. And no, it’s not a business making jam, like one of the other most-mocked women in the world.
Many have taken serious offence to it.
Paltrow has starred in an clip airing on Israeli TV, to advertise ’51 Park’, a luxury apartment development in Herzliya, north of Tel Aviv. It was filmed in New York and produced by an Israeli agency.
Since being discovered online, the commercial has gone viral, with people outraged at the 53-year-old’s participation.
Is it because of the cringe-worthy script? No. Paltrow narrates a super-privileged morning routine, and goes for a run in a sun-drenched park. She says a bunch of other things to sell park-side living, such as the profound statement: “There’s a reason the world’s most iconic buildings are by a park.”
It’s typical innocuous stuff that we’re used to from Paltrow.
The problem for many viewers, however, arises when she’s asked at the end of the ad if the luxury building is in New York, and she replies: “Herzliya. Israel.”
Gwyneth Paltrow’s ad for new building in Israel
The revelation that the video is to promote a luxury development in Israel has caused an internet meltdown.
Some are outraged at the side hustle itself, calling the actor “greedy”. One comment reads, “Disgusting woman. Anything for a bit of extra cash I guess.”
Another said, “I’m nauseous.”
But that’s nothing new – Paltrow has long been mocked and slammed for the “shameless” promotion of unaffordable luxury items on Goop, exploiting aspirational goods to make money for herself.
Although, on that note, this ‘side hustle’ is so politically-charged, Paltrow can’t possibly have not known what she was doing – and it makes you wonder if Goop is experiencing declining sales.
Imagine advertising luxury villas in Nazi Germany during Holocaust. That’s the level of tone-deaf we’re witnessing https://t.co/i2UmPtMZBG
— Ounka (@OunkaOnX) June 10, 2026
The reaction online has been global.
One particular opinion story about the ad is even called, From Goop to ‘Gwynocide’: why is Gwyneth Paltrow starring in a luxury Israeli real estate ad?
It reads, “Just a few miles away from 51 Park, Palestinians are being killed and displaced by settlers and the Israeli military at record levels as this land grab continues. More Palestinians have been killed in the last three years than in the previous 17 years combined, analysis from Oxfam has found.”
And the social media response has been equally scathing about the planned building’s proximity to the
conflict in Gaza and the ensuing humanitarian crisis.
There doesn’t seem to be an attack on Paltrow’s personal Jewish-Christian background specifically, but her social media posts are now filled with “Free Palestine” messages.
And, some extreme accusations such as “you have blood on your hands,” and “How many children died for that building? How many graves is it built on?”
One user on X commented: “Total moral degradation. While children in Gaza face genocide, starvation, and daily massacres, Gwyneth Paltrow is busy promoting luxury apartments in Israel. No conscience, no ethics just pure complicity with an occupying regime. Absolutely repulsive.”
Finally, this reaction on Instagram poetically sums up the anger: “From selling Goop… to selling Poop.”
For the record, there seems to be no positive reaction online. The comments on the official YouTube post of the ad have been turned off.
Top image: Gwyneth Paltrow. Image: Instagram